Articles2 min read
Why social media doesn't bring sales
You have followers and regular posts, but almost no orders. Three reasons from our client's case and what we did about them.
Contents
A familiar picture: posts go out, there are followers, but social media brings almost no orders. That was the case for Vkusno Doma, a ready-meal producer and delivery service in Astana: over 15,500 followers, yet the business was losing money. Here are the three reasons we found and what we did about each.
The range isn't shown
Followers couldn't see what they could order: the range wasn't shown properly. So first we made content for Instagram and TikTok that shows the product and its value, and launched paid social to reach a new audience.
The strengths don't reach the buyer
The product was strong: handmade, premium KazBeef and Altyn Taga meat, no preservatives. But social media barely mentioned it. A good product plus the right presentation is what drives growth, so we put these strengths into the content, the offers and the ads.
No system that turns a follower into a buyer
There was an account, but no marketing system. We built the customer path:
- a first order with a low-barrier offer;
- the person tries the product;
- then the focus moves to repeat sales;
- the person becomes a regular customer.
Ads bring people in, the offer sells. So before the ads we ask customers what matters to them and rebuild the offers. At Vkusno Doma, the new sets put together after this research sold better than the standard range.
The result
In 3 months Vkusno Doma's revenue grew from 6 to 12 million KZT a month, and followers reached 17,436. The full breakdown is in the case "How to double revenue in 3 months".
If your posts go out but orders are few, start with a review: the director of BM Consulting will look at your project and show where it can grow.
